The Research On U.S. Teleplay Marketing Based On 4Ps Theory Of Marketing

In this dissertation, the 4Ps theory is applied to analyze and study the U.S. teleplay's marketing. Trying to demonstrate how the 4Ps marketing theory is practiced in this industry, meanwhile, make some empirical analysis. This dissertation is focusing on analyzing, studying and summarizing the product, price, place and promotion of the U.S. teleplay.Product itself is the basic part of the marketing combination in the 4Ps theory. The marketing of the product in U.S., teleplay industry shares some successful characters: classification of the audience; broadcasting while shooting; content production strategies of theme, narrative and subject; style of shooting and audio-visual effects. The price strategy is based on the different market in the 4Ps theory. In this dissertation, the price strategy, the way of payment and the overseas price strategy in U.S. teleplay industry are analyzed. The place is the key part of the marketing combination in the 4Ps theory. The distribution channel of the teleplay includes networks, cable channel, and syndicate. Meanwhile, the place of teleplay marketing has a character of integration of multiple selling channels. In addition, the competitive edge of this integration is discussed. The emerging marketing channels are the supplements to the traditional marketing channels. Promotion in the 4Ps refers the movements which enterprises apply to stimulate the long term and short term increase of consumption and selling. The U. S, teleplay's successful marketing promotion strategies includes the brand marketing; the pattern of broadcasting in seasons; the interactive marketing; the global marketing.The advanced products, successful marketing strategies, flexible price strategies, mature marketing channels and the adaptive ideas of marketing development result in the success of U.S. teleplay industry. U.S. teleplay has already surpassed the Hollywood movie industry in the share of the possession in domestic market, the expending of Advertisement, and production costs etc. It is an effective instrument of propagation in culture and ideas by becoming popular all around the world.